are generating the most engagement
Posted: Thu Mar 27, 2025 6:59 am
MOFU : In this phase, we work on content that's more closely related to the business. At InboundCycle, we call this "cornerstone content." These are typically created from the 10 keywords most closely related to the company's product or service. However, these keywords shouldn't be confused with transactional keywords, as these are developed in the next phase.
BOFU : This is the stage of the funnel where you begin to work on transactional content, i.e., content prior to hiring. It's worth mentioning that this content is often difficult to rank for because it uses highly competitive keywords. It's also recommended to work on it both in blog content and on static website pages.
AIDA – Purchasing Process
The sales funnel, in addition to the concepts of TOFU, MOFU, and BOFU, can be directly related to AIDA, the acronym for the user purchase process. These are its phases:
Awareness : The moment when the user realizes they have a need. If we relate this to the sales funnel, these users are in the TOFU phase.
Research : The user investigates their need and what options exist on the market to address it. In the sales funnel, we would still be in the TOFU phase.
Decision : The user chooses one of the options found in the previous phase to solve their need. Here, we would change the funnel phase and move on to the MOFU.
Action : This phase would be the moment of action and purchase of the company's product. The user would then be in the BOFU phase.
table-objectives-content-marketing-sales-process-AIDAOnce this is clear, we see that certain content marketing strategies can be applied in each of the AIDA phases. The list for each can be as extensive as your imagination can envision, but we want to give you some basic guidelines for each phase:
Awareness : The goal of this phase is to create and british student data disseminate content related to the needs of the company's buyer persona and show them that the company can address them. What actions can be used to achieve this?
Launch a corporate blog.
Create a YouTube channel and/or a podcast channel.
Create viral campaigns, which will allow us to achieve great visibility.
Write and distribute press releases.
Launch display campaigns.
Use tools like Outbrain to promote blog posts.
Ads on Facebook or other social networks.
Advertisements in traditional media.
BOFU : This is the stage of the funnel where you begin to work on transactional content, i.e., content prior to hiring. It's worth mentioning that this content is often difficult to rank for because it uses highly competitive keywords. It's also recommended to work on it both in blog content and on static website pages.
AIDA – Purchasing Process
The sales funnel, in addition to the concepts of TOFU, MOFU, and BOFU, can be directly related to AIDA, the acronym for the user purchase process. These are its phases:
Awareness : The moment when the user realizes they have a need. If we relate this to the sales funnel, these users are in the TOFU phase.
Research : The user investigates their need and what options exist on the market to address it. In the sales funnel, we would still be in the TOFU phase.
Decision : The user chooses one of the options found in the previous phase to solve their need. Here, we would change the funnel phase and move on to the MOFU.
Action : This phase would be the moment of action and purchase of the company's product. The user would then be in the BOFU phase.
table-objectives-content-marketing-sales-process-AIDAOnce this is clear, we see that certain content marketing strategies can be applied in each of the AIDA phases. The list for each can be as extensive as your imagination can envision, but we want to give you some basic guidelines for each phase:
Awareness : The goal of this phase is to create and british student data disseminate content related to the needs of the company's buyer persona and show them that the company can address them. What actions can be used to achieve this?
Launch a corporate blog.
Create a YouTube channel and/or a podcast channel.
Create viral campaigns, which will allow us to achieve great visibility.
Write and distribute press releases.
Launch display campaigns.
Use tools like Outbrain to promote blog posts.
Ads on Facebook or other social networks.
Advertisements in traditional media.